Sales of smartphones rebounded strongly in 2024 after two consecutive years of decline, with Apple barely managing any growth, according to an independent study. The study highlights the rapid advancement of Android-based competitors in China and emerging markets, leading to a mere 0.4% growth in iPhone volumes. Despite this, Apple remains the profit leader with an average selling price over $1000, while Android rivals averaged around $295.
sales rebounded strongly in 2024 after two successive years of decline, but Apple barely managed growth, an independent study showed, underscoring the speed with which Android-based rivals are gaining ground in China and emerging markets.
Apple and its rivals will ship 6.2% more phones or an estimated 1.24 billion units in 2024, according to market tracker. But iPhone volumes likely edged just 0.4% higher. Still, Apple remains by far the profit leader with an average selling price surpassing US$1 000, while Android rivals collectively came in at around $295, IDC estimates.
The latest study highlights the uneven recovery of the smartphone market, which slumped in the post-Covid era despite the advent of AI. Much of that 2024 growth came from pent-up demand and regions with lower smartphone penetration, IDC said. More affordable devices from Android vendors helped Chinese brands better capture that opportunity, while Apple is forecast to fare better next year.
“While generative AI continues to be a hot topic and top priority for many vendors, it is yet to impact demand significantly and drive early upgrades,” said Nabila Popal, research director at IDC. “More investments are needed to increase consumer awareness and introduce a ‘must-have’ feature that will rush consumers to the store and create that super cycle which everyone is waiting for.”
Brands like Xiaomi and Huawei Technologies are pouring investment into hardware and designing their own processors — in a bid to mitigate the threat or effects of US sanctions while customising their designs for AI use cases. Huawei on Tuesday introduced its latest smartphone powered by its made-in-China chips, while Xiaomi is preparing an in-house semiconductor for 2025 devices.
SMARTPHONE MARKET APPLE ANDROID 2024 SALES COMPETITION GROWTH EMERGING MARKETS
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